NEW YORK, NY – October 10, 2016 – (HISPANICIZE WIRE) – Buchanan’s, one of the world’s most iconic and awarded luxury Scotch whisky brands, announces the launch of a new, national marketing campaign – Es Nuestro Momento. The 360 campaign aims to empower a new generation of Latinos with the belief that their cultural pride is key to unlocking true greatness. The campaign – developed in collaboration with Anomaly – premiered Sunday evening.

Buchanan’s believes true greatness should be recognized and elevated. To help amplify the influence of Latino greatness in culture, Buchanan’s has partnered with global Latin music superstar, Hispanic Heritage Award winner, and Latin GRAMMY®-winning artist J Balvin for its Es Nuestro Momento campaign. Considered a vocal advocate of Latino culture and someone who represents his heritage through his craft with the utmost pride, Balvin embodies the brand’s belief that true greatness comes from embracing who you are and where you come from.

“It’s an honor for me to be partnering with such an iconic brand like Buchanan’s to promote the greatness, diversity and richness of our culture,” said Balvin on the collaboration. “I feel a deep connection with this Buchanan’s campaign because it truly is our time – Es Nuestro Momento – to take pride in our culture and to be celebrated as leaders of a new generation.”

Created in 1884 by James Buchanan, one of the great businessmen of his time and a pioneer in the world of whisky, Buchanan’s has more than 130 years of authentic heritage. The brand has long been a favorite among Latinos and is the largest premium Scotch brand in Latin America. For the past 10 years, Buchanan’s has experienced considerable growth in the U.S., where it is the fastest growing Scotch. Buchanan’s is leveraging this significant momentum by continuing its commitment to and support of the Latino community, which has significantly contributed to this growth.

“Buchanan’s has deep roots in the Latino community, going back generations and across borders,” said Tara King, brand manager, Buchanan’s at Diageo. “At a time when cultural appreciation has never been more significant, we hope our campaign inspires a new generation of whisky fans to take pride in their heritage, and to embrace this pride as a key to achieving greatness.”

The “Es Nuestro Momento” campaign debuted last night on Telemundo and CNN. It will continue to be brought to life through out-of-home advertising, television spots, digital ads, with dedicated responsible drinking creative, social media, and a consumer contest launching in 2017.

Balvin has composed a song titled “Es Nuestro Momento,” which will release in early 2017. At that time, Buchanan’s will invite fans and music lovers of legal drinking age to create and remix their own version of the song for a chance to meet Balvin. The contest will launch in February 2017 and additional details will be announced at that time.

Buchanan’s shares the Latino community’s passion for music and is committed to celebrating the greatness of Latin music and talent by being the official spirits sponsor of the Latin GRAMMY Awards® for the third consecutive year.

For additional information on Buchanan’s Blended Scotch Whisky, please visit Stay up to date on “Es Nuestro Momento” by following the conversation at @BuchanansUS on Facebook, @BuchanansWhisky on Instagram and @BuchanansUSA on Twitter.

About Buchanan’s
BUCHANAN’S Blended Scotch Whisky is the ultimate choice for those who are working hard to follow their dreams and who enjoy sharing their success with others. BUCHANAN’S is a proud champion of Hispanic culture and believes Es Nuestro Momento to celebrate the new generation of leaders and their contributions to American culture. The BUCHANAN’S brand has more than 130 years of authentic heritage, and every bottle represents James Buchanan’s commitment to creating the finest blended Scotch Whiskies. The BUCHANAN’S Portfolio features four award-winning marques, including BUCHANAN’S DeLuxe 12 Year Old, BUCHANAN’S MASTER, BUCHANAN’S Special Reserve 18 Year Old and BUCHANAN’S RED SEAL. All of these marques have been recognized in the most prestigious international spirits competitions. For more information, visit or connect with us on Facebook:, Instagram:, and Twitter:

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.

Follow us on Twitter for news and information about Diageo North America: @Diageo_NA.

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